Want your content to reach more people? Employee engagement can be the key to your success.
The content marketing strategy is 50% content and 50% delivery. This means that great content can fall flat if the distribution is mishandled. Far too often we see law firms creating great content but not distributing it. These companies struggle with content marketing because they don’t leverage their team — or their team’s networks — to build their reach.
The truth is, employees are fully prepared to create and distribute your content. Now is the time to rethink your content marketing strategy with employee engagement at its core and reap the benefits.
This article explains why employee engagement is so powerful when it comes to content marketing and offers five strategies for engaging employees.
Can Employee Engagement Really Impact Content Marketing?
Your law firm may be trying to reach people through advertisements, newsletters, and social media with varying degrees of success. But in marketing, a message has value only the messenger.
We see this principle at play in influencer marketing, where 60% of marketers report that a trusted influencer exerts far more influence over a person’s purchasing decisions than an impersonal advertisement.
Once you understand that the content is as reliable as its source, it’s easy to see why your employees should engage in content marketing. The authority and reliability of your employees make them perfect ambassadors for generating and sharing your company’s content.
Five Ways to Engage Employees in Content Marketing
Be aware that employee engagement can be a sensitive topic. Nobody wants to feel like they’re doing someone else’s job on top of their own, and nobody wants to spam their network with mediocre content.
You have to to make easy, exciting and rewarding for employees to engage in content marketing.
1. Integrate them into the content strategy.
Make content development a team activity. Invite employees to contribute to topics, serve as subject matter experts, or even write a post. Create content that highlights employee stories, for example. When an employee feels invested and involved in creating content, they are more likely to share the end product.
2. Make sure they know how to share content online.
Don’t assume everyone understands how to share content on LinkedIn (or even via email). The major platforms change so frequently that it’s worth offering a reminder. This can be a short group session that takes place once or twice a year, with treats provided, of course.
3. Let Them Know When New Content Is Posted
Notify your team when new content is published. There are a number of tools that can be used to automate this process, such as LinkedIn Pages. Businesses can also add a step to their publishing workflow, sending a short email to the team with a link whenever new content goes live.
4. Share successes with the team.
Got a great comment from a follower? Has an article gone viral? Share positive feedback with your team to build morale and momentum. A team-wide weekly or monthly overview is always helpful.
5. Emphasize the benefits of content sharing.
Lawyers have a lot to gain by sharing content and engaging more on social media. By increasing their own online visibility, they stay on top of referrals.
Keep in mind that employee engagement is a long game. You won’t succeed by activating your team when you need it and ignoring it the rest of the time. That being said, high employee engagement can help with more than just content marketing. Engaged employees are correlated with lower turnover, higher productivity, and increased revenue.
Review and next steps
You don’t need to hire a social media personality to be successful in content marketing for your law firm. You have access to trusted influencers internally: your employees!
Harness the power of your people for content marketing by doing it easy, excitingand reward to participate:
- Include your team in the development of the content strategy.
- Teach them to share content online.
- Notify them when new content is available.
- Celebrate successes with positive feedback.
- Highlight the benefits of content sharing.
Don’t waste your time creating great content that isn’t going anywhere. Instead, include employees in your content marketing strategy and wait for the phone to ring.